Consuming Women (Women as Consumers)
"Here she is. She is single and fun-loving. She is engaged. She is newly married. And not so newly married. She has no children. She has one child. She has many children. She even has grandchildren. She may be exclusively a homemaker. Or she may hold a part-time job. Or she works in an office full-time. She enjoys her leisure time. She participates in community affairs. She's athletic, to a degree. She travels. And she spends money. In any case, our consumer is a real person, one of a large group of individuals that make up our consumer world."
Producer Handy (Jam) OrganizationSponsor Procter & GambleAudio/Visual sound, color
A Prism shot
The light fades up on a model-type woman walking confidently towards the camera, wearing a polkadot dress and carrying a purse
A woman dancing to rock n'roll music, wearing a yellow dress with a yellow scarf
A dramatic embrace -- the back of a man wearing a suit and the face of a smiling woman, hair swinging freely.
A woman in a wedding gown with a bouquet of flowers, she tosses them out in front of her.
A woman with gray hair sitting in a rocking chair with an empty rocking chair next to her.
Woman plays with a child in a crib, many children start running around them and the woman looks alarmed.
Woman at a desk, typing.
Woman with a gavel at a podium, she goes to knock the gavel and drops it.
Woman with a bowling ball, looks disappointed after taking her turn.
Woman trying to flag down a taxi.
Woman counting out money, receives a wrapped box with a bow, she looks upset.
18:01:39:25 Great shot CU woman’s bare legs doing 1960s dance, camera pans up to woman in yellow dress dancing, couple in background also doing dance on empty set with light projection backdrop; audio track “here she is, she is single and fun-loving.” SLO-MO woman smiling ecstatic in man’s arms, diamond engagement ring on fingerover man’s shoulder, plain purple backdrop giving surreal effect to shot, audio track “She is engaged.” Woman in wedding dress throws bouquet toward camera; young woman dressed as old woman wearing gray wig sitting in rocking chair on surreal set with bluish purple lit backdrop; woman on surreal set reading book in chair beside boy about 3 standing in crib, boy drops lollypop, mother picks it up, 4 other children begin running in circles around mother and child in crib; young woman in old woman costume reads to granddaughter seated on her lap.
18:03:02:23 1960s homemaker pulls turkey out of oven in surreal set with red projected light backdrop; woman in surreal set with projected light background types on typewriter at desk; woman in surreal set with green projected light background answers phone at desk and types on typewriter. Woman in surreal beach set lying on beach chair in leopard print one piece bathing suit wearing sunglasses, beach ball enters frame and bounces off of woman; woman in green dress and matching hat with stern look slams gavel on table but mistakenly lets gavel fly out of hand; woman bowls bowling ball on floor of bare set with projected light background; 1960s woman stands beside Taxi Stand sign; woman with hair in 1960s bouffant counts money onto disembodied hand then is handed present gift wrapped.